TikTok rolls out Messaging Ads in APAC

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TikTok is rolling out its Messaging Ads feature across Asia Pacific, providing businesses with a way to connect directly with customers through interactive messaging. TikTok claims that this new tool enhances the TikTok experience for both users and advertisers, offering two distinct ad options: direct messaging ads, which keep interactions within the platform; and instant messaging ads, which direct users to popular third-party messaging services like WhatsApp and Facebook Messenger.

This launch opens up significant opportunities for businesses in regions such as Indonesia, Malaysia, Japan, Thailand, Vietnam, and more, allowing them to engage directly with TikTok's expansive audience. TikTok Messaging Ads aim to shorten the path to customer action, boost lead generation, and build lasting relationships, ultimately driving conversions more efficiently than traditional ad formats.

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Currently the feature is already available in markets such as Thailand, Vietnam and Indonesia. According to TikTok, HydroClean Indonesia also leveraged TikTok's Instant Messaging Ads to great effect. Targeting women between 25-54 years old in key cities, the home cleaning service experienced a 74% decrease in cost per conversation, driving qualified leads and enhancing order fulfillment across media channels with the help of TikTok partner Pancake.

Meanwhile, Clyn Thailand's beauty brand campaign targeted Thai users aged 25-55 and achieved a 22.5% conversion rate with over 900 conversations in just one week. The brand saw a dramatic 67% reduction in cost per conversation compared to click-based campaigns.

In Vietnam, Phương Đông partnered with Funix for a successful campaign that bridged the gap between online and offline sales. The beauty clinic's use of TikTok Direct Messaging Ads helped drive 20% of engaged users to make in-person purchases, achieving a 6.6% conversion rate and reducing cost per conversation by 60%.

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